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Expectation management is the most critical element for me, education and engagement are an essential part of this process.

The smaller the client the more sensitive they are to the spend. In some cases its like life and death. The smaller they are the more emotionally attached they are to the cash.

We learnt the hard way and we now place a lot of emphasis on explaining the journey and mapping out what we see as key milestones. Then linking these with the clients business assumptions around CTR and conversions revenues and margin.

So we help the client through the business planning process. We make them understand, at least the maths and the business assumptions.

1st place is a destination are there are no direct flights.It simply takes time. SEO is a long-term investment.

We use all of this as part of our sales qualificaction process, now we wont close until they get it otherwise we end up losing cash.

As far as delivery is concerned we provide some rough predictions around keywords and rankings. By predicting the first movers we help build confidence and this gets the client engaged and animated.

This trick helps to avoid buyers remorse which tends to set in at the end of month #2/#3, if the client is not managed correctly.

We still dont get it right all the time, but on the upside when it does go right these clients can be exceedingly loyal.